Connecting the dots with ALTERNATIVE DATA

Actionable CONSUMER INSIGHTS based on BILLIONS of TRANSACTIONAL EMAILS for emerging markets



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RARE COVERAGE Biggest alternative data provider for emerging markets including South-East Asia, Latin America, Middle East, and more.


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Data Report


Food delivery market share change in Asia

Measurable AI continues to monitor the market share change across different markets in the heated food delivery industry. Check the latest landscape in Asia Pacific across Hong Kong, Taiwan, Singapore and Malaysia in 2021 (based on monthly total sales in USD).


DoorDash: Beat consensus with weekly fresh data

Measurable AI's aggregated order volume is highly correlated with Doordash(NYSE:DASH)'s reported total orders by quarterly throughout the past few years (2019 -2021).


Zomato: Keep up with the new stars

With the full granularity of e-receipts data, Measurable AI helps clients monitor a variety of metrics from revenues to specific GMV or customer-level behaviour. Our quarterly aggregated order volume for Zomato(NSE: ZOMATO) continues to show a high correlation with Zomato’s reported GOV(Gross Order Value). *Zomato's financial year 2021 starts July 2020 and ends April 2021

Data Insights


May 03, 2022

Data-driven Decision Making Powered by E-receipt Data
In an era where data-driven decision making and business intelligence are becoming increasingly important, businesses and investors are perpetually seeking faster ways to gauge what is going on in the market and how to better position themselves for success. One way to achieve this is to leverage alternative data sources such as e-receipts data. In this article, we will explore how e-receipt data can be utilized to help further business intelligence or facilitate the investment process when it comes to arriving at predictions. What is E-receipt Data? First things first, what is e-receipt data? ‘E-receipt’ is short for electronic receipt and is simply real purchase data collected from transactional email receipts. From tracking purchase trends, basket composition, inventory levels, making informed sales forecasts, optimizing online stores, and making smarter investment decisions, e-receipt data has proven to be an accurate data source for extracting deeper consumer insights and for forecasting revenues. Unlike credit card and POS data though, panel size and available data for evaluation for e-receipts is typically smaller since the collection process requires an opt-in system or rewards app. Nonetheless, e-receipt data is largely accurate at tracking retail revenue so can be confidently utilized as a means to conduct revenue forecasting and to better understand the customer journey from a transactional data point of view. Advantages and Drawbacks of E-receipt data One of the major advantages of e-receipt data is the level of granularity offered and the longer period of complete history. This contrasts with credit card data, which, while more commonly used due to its accessibility and large amount of volume, only offers one merchant name and the amount of dollars spent at that particular merchant as a whole. Item-level information, purchase patterns, consumer behavioral trends and demographic information will not typically be available. For example, owing to the granularity of e-receipt data, email receipt data can be used to deduce metrics such as an average item’s cost rather than just the average amount spent by customers. Such level of detail in data really aids organizations who conduct extensive consumer research and are willing to invest in consumer insights and business analytics. That said, there are limitations of e-receipt data. Namely, they cannot capture in-person purchases from brick-in-mortar stores that don’t send e-receipts. How is E-receipt Data Collected and What can be Captured? You may be wondering, how do firms even attain e-receipt data? Often it is collected through an email software the end-user has installed. An automated scraper is coded to extract information from transactional emails only, bypassing all personal emails. The data is then anonymized and aggregated to remove any personal identifiable information (‘PII’). Sometimes the data is further structured into different categories (e.g. SKU of the product(s) purchased, time and date of the transaction, geolocation data, country transaction took place, and payment method used). As to what data fields can be extracted from an e-receipt, you can take a look at the below examples. Typical fields captured are customers name, seller’s name, the product or service that has been paid for, the quantity of products purchased, the amount paid, payment method used, the date of transaction, and the time of transaction. How to Use E-receipt Data E-receipt data is predominantly used by corporations and investors for commercial intelligence and forecasting power respectively. Businesses of all sizes can benefit from utilizing data from e-receipts, and many investment firms are leveraging on e-receipts as an alternative data source to forecast sales figures and calculate market share. From startups, consumer goods companies, consultancies, to Fortune 500 companies, businesses of all sizes and across multiple industries can all stand to benefit from the intelligence gathered from e-receipts. Some common use cases are listed below: To understand customer purchasing behavior betterGain better clarity as to how consumers respond to different products in the market and see at what times their sales peakSee which sellers are driving the most revenuesObserve how products perform relative to their peersSharpen marketing strategies and customer loyalty programsForecast demand and expected revenue plus identify profitable investment opportunities E-Receipt Data for Forecasting One of the most common use cases of our e-receipts data is to serve as a proxy of companies’ revenues and sales. At Measurable AI, we have backtested our data against reported revenues and orders as well as analysts’ consensus estimates as reported by Bloomberg. For illustrative purposes, below is a sample of backtested data on Etsy. A benefit of using the email receipts dataset is that the investors can generate predictions swiftly following the quarter’s end as all sample data is updated on a weekly or daily basis with information syncing in almost real time. For more details about our backtesting results and companies covered, please contact us at [email protected] About Us Michelle Tang is a Managing Director at Measurable AI who specializes in digital marketing and strategic partnerships with a passion for data analytics and consumer intelligence. She enjoys research and storytelling with insights derived from Measurable AI’s very own e-receipts data. You can reach her at [email protected] Measurable AI is the leading granular e-receipt provider for consumer intelligence in the emerging markets with a core focus in South East Asia, Middle East, India and Latin America. Major sectors covered are ride hailing, food delivery, e-commerce and digital payments.



Apr 23, 2022

Philippines Food Delivery Market Share: Who Delivers More Coconuts
With the grand and young population, the Philippines digital economy is emerging to be one of the fastest growing among its peers in Southeast Asia and is touted to become the next asia tiger economy. Previously, we’ve shared the food delivery landscape in many markets across southeast asia (read latest here). This time, we’re going to look deeper into the competition between Foodpanda and Grab in the islands of Philippines. Who’s winning and what’s the latest score? At Measurable AI, we build and own a unique consumer panel and are the largest transactional email receipt data provider for the emerging markets, delivering both aggregated and raw data. We look at the food delivery market share by two different measures: revenue and order volume. In terms of revenues, we use the metrics “totalPrice” (which is the dollar amount of each order before discounts and promotions). Based on Measurable AI’s very own transactional dataset, Foodpanda has been leading in the Philippines in 2021, owning averagely around 58% of the market share by revenue. This advantage became a bit smaller in the latest quarter of 2022: as of March 2022, Foodpanda’s market share by revenue dropped to around 49% against Grab at 51%. Measurable AI: Philippines food-delivery market share in revenues (Foodpanda vs Grab); *revenues in this chart are based on“totalprice”, the dollar amount of each order before discounts and promotions. Online grocery orders are included. Data range from 2021 Jan to 2022 March Other than Foodpanda and Grab, food delivery veterans fast food chains are also in this game. Though most are also available on third party food delivery apps, some fast food chains still run their own delivery apps and take care of the orders themselves. In the Philippines, McDoanlds and the famous local fried chicken brand Jollibee on-demand food delivery orders take up around 6% of the total market share in terms of monthly order volume. Measurable AI: Philippines food-delivery Market Share in order volume (Foodpanda vs Grab);*Order: total order count of each month; Data range from 2021 November to 2022 March According to Measurable AI’s e-receipts data, Foodpanda owns more order volume in the Philippine market, though with a lower average order volume than its competitor Grab. On average, Grab’s AOV in the Philippines hovers around 615 Philippine peso per order, which equals around $11.75 US dollars. Foodpanda users spend around half the amount per order at around 365 peso per order (USD$6.97). Measurable AI: Philippines food-delivery Average Order Value (Foodpanda vs Grab);Online grocery orders are included. Data range from 2021 Jan to 2022 March As mentioned in the earlier paragraph, the competition for Foodpanda versus Grab has been changing recently in the Philippines. As the pandemic gradually comes to an end, how will this food delivery war go? Follow Measurable AI’s insights blog or subscribe to our newsletter to learn more about the food delivery market intelligence based on real-time transactional data. Talk to us for more detailed, transactional datasets on the food delivery industry in more markets. Contact [email protected] Read previous food delivery reports here. ABOUT US Charlie Shengis a serial female entrepreneur, and a dedicated communicator for technology. She enjoys writing stories with Measurable AI’s very own e-receipts data. You can reach her [email protected] Measurable AIis a leading alternative data provider for food-delivery, ride-hailing, and e-commerce in emerging markets. Covering Southeast Asia, Latin America, India, Middle East and more. *The Content is for informational purposes only, you should not construe any such information or other material as investment advice.Prior written consent is needed for any form of republication, modification, repost or distribution of the contents.



Apr 20, 2022

Indian E-Commerce War: Amazon vs Flipkart
When you talk about Indian e-commerce, Amazon and Flipkart are the rulers in this hotly contested space. Flipkart, a homegrown e-commerce platform, and Amazon’s Indian arm each reportedly have market shares of over 30% in the country’s online retail market. In this article, we take a look at our transactional e-receipt consumer panel in India to see what consumer intelligence and actionable insights we can extract. MAI’s India eCommerce Panel Overview So how much does the average Indian consumer spend? Diving into MAI’s unique consumer panel data of email receipts for Amazon and Flipkart India, we estimate that the average spend is around $70 USD each month across both platforms for Indian consumers. Looking into our panel GMV data, we witnessed Amazon India overall enjoying more sales. The uptick in sales during the October months for years 2020 and 2021 corresponds to India’s festive season whereby Amazon and Flipkart compete head on head for the best month long sales season. Amazon runs its “Great Indian Festival”, while Flipkart coins its massive October sales as the “Big Billion Days Sale”. We are not surprised to see the massive spike in October 2021 last year as the two rivals both prolonged the duration of their sales during the festive month. As reported by IBEF, in October 2021 during the festive season in India, the e-commerce sales reached US$ 4.6 billion. Meanwhile, the dip in April 2020 can be explained by the first nationwide lockdowns in India which started at the end of March due to the pandemic. While offline stores were shut, online stores remained operational (logistics however, were impacted). After a sharp decrease in April, online spending picked up again in May 2020. Validation of our Panel: India State-wise Comparison GDP vs MAI Order Volume We mapped out GDP per state in India vs order volumes revealed in our dataset. As expected, states exhibiting higher GDP corresponded to higher order volumes in our panel. State GDP FY 2020, order volume based on more than 100,000 datapoints. Comparison of Premium Users of Amazon vs Flipkart Another interesting comparison is the premium service offered by these two companies. Our panel reveals that amongst Amazon users, 20% subscribe to their Prime service whereas for Flipkart, neary 50% of its users are on their premium package. Most of you are probably aware of Amazon Prime. A step up from the basic Amazon users, Amazon prime offers its members free delivery at a monthly subscription price of Rs 179 (or yearly offer at Rs 1499). The suite includes other services like Prime Video, Prime Music. Flipkart’s equivalent to Amazon Prime is Flipkart Plus. Unlike Amazon Prime which needs to be paid for, Flipkart Plus is an earned loyalty program with no subscription fee. Benefits include access to special marketplace launch previews, availing free and fast delivery. Other perks include prioritized customer support, gaining unique Flipkart Pay Later options and curated benefits from ecosystem partners (across travel, OTT, F&B, lifestyle, and health and fitness). Delivery Fee and Shipment Days Comparison While both competitor’s premium members enjoy lower delivery fees than the regular users, Amazon’s delivery fee for its Prime members is lower than Flipkart’s Plus. Noticeably, Flipkart has reduced its delivery fees and kept it reduced since 2021. In terms of delivery time, we estimated this variable in our e-receipt panel by the date/time gap between the order confirmation email and the order delivered email to our panel members. For basic users of both companies, the delivery time seems to be pretty much the same. However, Amazon Prime members seem to enjoy marginally faster delivery times when compared to Flipkart Plus members. Which Platform Exhibits Better User Retention? To understand more about consumer shopping behavour in India, we took out a cohort in our sample to observe any changes in spending patterns after the festive month-long October 2020 sales. Looking at our data, the basic members of both platforms don’t seem to be too loyal to either of the two rivals. Amongst its basic users, Amazon exhibited a 35% retention rate in between the two October festive months 2021 vs 2020 whereas for Flipkart, our data reveals a 25% retention rate for the Walmart backed e-commerce platform. Contrast this to the premium members of both e-commerce companies. Amazon Prime and Flipkart Plus exhibited a 74% and 80% retention rate respectively. This goes to show that premium services of the two rivals definitely helps to maintain a higher level of user retention. That said, these users are probably more behaviorally geared towards shopping online anyways. Don’t forget, India is still a market where most people prefer to shop offline when it comes to retail. A Peek Inside Flipkart’s Supermart Grocery Basket Supermart is Flipkart’s e-grocery business that offers next day delivery. They work with Ninjacart as a supply chain partner. Recently they just halved their 90-minute delivery system to 45 minutes. The development coincides at a time when other quick commerce firms like Blinkit, Zepto, Swiggy’s Instamart and RIL-backed Dunzo are jostling to deliver a range of products within the 15-20 minute timeframe. Read more here. So just how many items does the average Flipkart user checkout in his basket? Taking a look at our e-receipt data panel, Flipkart basic and plus members averaged a mean of 10 items per order. Only Flipkart Plus members tend to order more than 27+ items per basket. Interested to see how much is the average basket order for Flipkart members? Contact us and we will get back to you. Without getting into too much details of the quick commerce sector, according to Bernstein Research, India is leading other global markets when it comes to quick commerce adoption. Quick commerce penetration as a percentage of online grocery is 13% in the country, while China and Europe are at 7% and 3% respectively. So just for some fun, what are the most popular items that Indian households order on Flipkart? Diving into our e-receipt panel on an item-level, we are able to see that the Pillsbury chakki fresh atta is the most popular item ordered (perhaps Indian households do make a lot of chapati?). Runners up are Parry’s white label sugar, Happilo 100% natural premium Californian almonds, Maggi Masala instant noodles, and then Ananda Ghee used for cooking. The E-commerce Landscape in India For those interested in a generic overview of the Indian e-commerce market size, please read on. According to GlobalData’s estimate, India’s e-commerce market doubled between 2017 and 2020 as more consumers are now moving online in line with increasing internet adoption. With a population of 1.37 billion, India is one of the most inhabited places in the world, second only to China. Yet, relative to its population, internet penetration is not that high, coming in at roughly 45% of the total population. Thus, when you talk about retail sales in India, the majority of sales is still happening offline due to the low internet penetration rate and the general inclination of the Indian people to shop offline. That said, the e-commerce industry is still massive thanks to the overall population size. According to India Brand Equity Foundation (‘IBEF’), a Trust established by the Department of Commerce, Ministry of Commerce and Industry, Government of India, India’s e-commerce market is expected to reach US$ 111 billion by 2024 and US$ 200 billion by 2026. As for turnover, IBEF reports that India’s e-commerce turnover amounted to $50 billion in 2020, positioning India as the eighth-largest market for e-commerce, trailing France and a position ahead of Canada. With an online shopper base of 140 million, India ranks 3rd after the US and China. In terms of total online Gross Merchandise Value (‘GMV’), according to management consultancy RedSeer, $55 billion in sales were clocked in in 2021, up from $38billion in 2020. Redseer forecasts that the GMV of the e-retail market is likely to increase to $350 billion in 2030. Much of the growth underpinning the e-commerce sector is an increase in internet and smartphone penetration driven by the “Digital India” programme. As of July 2021, the number of internet connections in India significantly increased to 784.59 million. Out of the total internet connections, ~61% were in urban areas, of which 97% were wireless. According to a report published by IAMAI and Kantar Research, India internet users are expected to reach 900 million by 2025 from ~622 million internet users in 2020, increasing at a CAGR of 45% until 2025. Interested in the digital sector for India? See our recent article on PhonePe vs Paytm which touches upon this. About Us Michelle Tang is a Managing Director at Measurable AI who specialises in digital marketing and strategic partnerships with a passion for data analytics and consumer intelligence. She enjoys research and storytelling with insights derived from Measurable AI’s very own e-receipts data. You can reach her [email protected] Measurable AIis the leading granular e-receipt provider for consumer intelligence in the emerging markets with a core focus in South East Asia, Middle East, India and Latin America.



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